ENGLISH REVIEW: Journal of English Education p-ISSN 2301-7554, e-ISSN 2541-3643

Volume 11, Issue 1, February 2023 https://journal.uniku.ac.id/index.php/ERJEE

NEW NORMAL CAMPAIGN OF COVID-19 ADVERTISEMENTS BY

WHO: A MULTIMODAL STUDY
Asmah Boru Munthe
Universitas Sumatera Utara, Indonesia
Email: asmahmunthe@gmail.com

APA sCitation: sMunthe, sA. sB. s(2022). sNew sNormal sCampaign sof sCovid-19 sAdvertisements sby sWHO: sA
sMultimodal sStudy. sEnglish sReview: sJournal sof sEnglish sEducation, s11(1), 275-282.
https://doi.org/10.25134/erjee.v11i1.7784.

Received: 19-10-2022 Accepted: 27-12-2022 Published: 28-02-2023

Abstract: After Covid-19 outbreak spread around the world, many advertisements campaign the new normal
life. WHO made some rules how the way to life in new normal. This research aims to describe verbal land
lvisual lelements lin lthe lnew lnormal lcampaign lof lCovid-19 ladvertisements lby lWHO. lThe lresearch lused
lqualitative ldescriptive lresearch lwith lan linteractive lmodel. lThe ltechnique lof lcollecting ldata lwas
ldocumentation. lThe lresearcher lused lIdeational lFunction lto lanalyze lverbal lelements land lGrammar lVisual
lDesign lTheory lto lanalyze lvisual lelements. lBased lon lthe lfinding, lthere lwere lthree ldominant lelements lin lverbal
lelements. lFirst, lthe ldominant lparticipant lwas lthe lgoal l(19). lSecond, lthe ldominant lprocess lwas lmaterial l(20).
lThird, lthe ldominant lcircumstance lwas lmanner l(4). lMeanwhile, lthere lwere lalso lthree ldominant lelements lin
lvisual lelements. lFirst, lthe ldominant lrepresentational lwas lnarrative l(17). lSecond, lthe ldominant lelements lin
linteractive lwere loffer l(19), lmedium llong lshot l(6), loblique l(16), land leye llevel l(17). lThird, lthe ldominant
lelement lin lcompositional lwas lsalience l(54). lThe lconclusion lwas lthe lvisual lelements lwere lmore ldominant lthan
lthe lverbal lelements. The visual element showed many images that made the readers understand by looking at
them and the verbal elements were just additional information to the readers to not get misunderstood the
images. Thus, the verbal elements correlated with the visual elements to convey the meaning from
advertisements to the viewers
Keywords: advertisements; covid-19; multimodal study; new normal.

INTRODUCTION life is misinterpreted by some people who

The Corona Virus, also known as Covid-19, was
first discovered in Wuhan, China at the end of
December 2019. This virus spread quickly all over
the world and death rate caused by this virus has
made countries race against the time and
unpreparedness to find the right solution. Thus,
WHO officially declared the Covid-19 as a
pandemic on March 9, 2020. The pandemic has
completely changed the way people live (Erwani et
al., 2022). The methods that have been tried by
many countries affected by Covid-19 are regional
quarantine or lockdown (Satnoto et al., 2020).
Lockdown is a regulation that is made by the
government to ask societies to do all the activities
at home such as working, studying, praying, and
shopping. But, a lockdown is not an effective way
because it had a drastic impact on economies
around the world. Therefore, WHO suggests to use
another way to prevent the spread of coronavirus
by implementing the new normal life.
The new normal is a situation of new life to
carry out activities as usual. New normal life is
more emphasis on changing society's habits to get
used to having a healthy lifestyle by implementing
health protocols. Unfortunately, the new normal
comprehend the new normal as back to normal life
without Covid-19. Globally, the number of positive
cases of Covid-19 crease. There are 4.7 million
new cases reported. The data is taken by WHO
from health national authorities. It happened
because the awareness of society in implementing
health protocols is low. It is also because they do
not understand well the meaning of the new normal
life during the Covid-19 pandemic.
Advertisements are a form of written
communication that is often used in society.
According to Nederstigt & Hilberink-Schulpen
(2018) advertisement is a communication medium.
The purpose of advertising is to persuade people to
buy or use the services or products offered. The
product is not only in the commercial field but it
can also be in the non-commercial field. There are
two types of advertisements, namely commercial
advertisements, and non-commercial
advertisements. Commercial advertisements are
advertisement which promotes the sale of goods to
the public generally. As a result, advertising has
developed into a potent marketing technique for
luring customers away from non-consumers and
toward their goods or services (Jaworska, 2020).

275
Asmah Boru Munthe
New snormal scampaign sof scovid-19 sadvertisements sby sWHO: sA smultimodal sstudy
Meanwhile, Non-commercial advertisements
contain messages that remind and invite the public
to participate in the success of a program aimed at
common interests. They also play an important role
to create public awareness. The language used in
an advertisement must be persuasive and engage to
influence the readers. The language used is short,
clear, concise, and effective hence it can be easy to
understand by readers. Selective phrases and
visuals that allow for numerous readings contribute
to the diversity of meanings in ads (Eynullaeva,
2018). To make it more attractive, advertisement
is also supported by the use of colors, illustrations,
and logos (Al-Omar, 2019; Pecoraro et al., 2020).
The use of verbal and nonverbal language aspects
in the advertisement helps to express its meaning
(Arinata et al., 2022; Dewi et al., 2022).
At this time, we can find lots of new normal
campaign advertisements in various kinds of
media, videos and images, such as magazines,
newspapers, television, radio, or internet. The
multimodal aspect of advertising is one of its most
crucial components (Perangin-Angin et al., 2022).
The purposes of the new normal campaign
advertisements are to give brief explanation about
the new normal and to remind us the importance of
implementing health protocols. The new normal
campaign advertisement is a non-commercial
advertisement that aims to give information and to
increase the awareness of public society about the
attitudes and behavior to the problem advertised.
Regarding non-commercial advertisements,
WHO as the biggest World Health Organization is
responsible to educate societies about the new
normal in the Covid-19 pandemic. Not all societies
have the same knowledge about the new normal
(Effendy et al., 2020). Therefore, WHO launches
non-commercial advertisements, the new normal
campaign of Covid-19 advertisements, on its
official website. Through advertisements, it hopes
that all societies can easily understand Covid-19
and how to live in new normal life.
The researcher chooses the Covid-19
advertisements by WHO is because they provide
different modes. These modes are sentences and
images that are contained in the advertisements.
These modes work together to create messages
which means to be communicated. The purpose of
new normal campaign of Covid-19 advertisements
is to set examples of implementing health protocol
during Covid-19.
Multimodal is a theory that looks at how people
communicate and interact with other people
because it uses different modes. It scan sbe sdefined
sas sthe suse sof ssome ssemiotic smodes sin sproduct
276
sdesign sor ssemiotic sevents sand sin ssome sways,
sthese smodes sare scombined sto sstrengthen,
scomplete, sor sbe sin sa sparticular. Multimodal (text,
image, and audiovisual) advertisements are a
successful technique to introduce products or
services (Alhadi et al., 2022; Miharti & Fitrawati,
2022).
Multimodal salso scan sbe sdefined sas sa stechnical
sterm sthat saims sto sshow sthe smeaning sthat swe
shave sdone sso sfar sto sutilize sa svariety sof ssemiotics.
The multimodal analysis emphasizes that all means
of communication, both verbal and nonverbal, play
an important role in making meaning.
Many researchers have studied advertising
using multimodal analysis such as Guo & Feng
(2018), Napitupulu (2018), Sitanggang (2018),
Amatullah (2019), Raharjo et al (2020), and Dania
& Sari (2020). Guo & Feng (2018) conducted the
2014 Brazil World Cup advertisements with
grammar visual design to represent semiotic acts.
Raharjo et al.'s (2020) study on the multimodal
analysis of Wardah Lipstick examined aspects of
multimodal on advertisements that featured
persuasive messages impacting the buyer's
decision. Hafrianto (2019) did another study that
examined the multimodal analysis of Indomie in
the Arabic translation. Sitanggang (2018)
investigated the visual and verbal elements in
political satire through the use of metafunction and
grammar visual design cartoons and illustrated
how they are specifically interrelated to construct
satire. Napitupulu (2018) identified the visual and
verbal elements in advertisements of the online
marketplace Shopee. He used metafunction to
analyze the verbal elements and grammar visual
design and generic structure to analyze the visual
elements. Amatullah (2019) analyzed and
compared semiotic systems such as linguistic,
visual, audio, gesture, and place in beauty product
advertisements. Raharjo et al (2020) analyzed
wardah lipstick advertisements. Dania & Sari
(2020) identified food advertisements. Meanwhile
some researchers who conducted a research of a
campaign are: Serena Williams and Megan
Rapinoe are among the cast members of this
advertisement, which was launched as part of
Nike's promotion for International Women's Day
2020 (Verry, 2020). Lose Count is the name of the
second advertising. One of Nike's ads, Lose Count,
which was part of the Stronger than One campaign
and debuted in February 2021, is designed to
empower female football players, therefore it
makes sense to label it femvertising. The Stronger
Than One campaign was created to empower the
ENGLISH REVIEW: Journal of English Education
Volume 11, Issue 1, February 2023
future generation of female athletes, particularly
those playing American football (Codega, 2020).
Although many researchers have conducted
research related to multimodal analysis in
advertisements, there is still a need to investigate
how multimodal analysis contributed to other types
of advertisements. In this research, the difference
and the novelty of this research are the data and the
theory. Numerous research used commercial
advertisements as the data, but the current research
used non-commercial advertisements, new normal
advertisements by WHO. This research is
conducted to determine the elements of verbal and
visual that appears in new normal campaign of
Covid-19 advertisements by WHO. Therefore, the
researcher takes the snew snormal scampaign sof
sCovid-19 sadvertisements sby sWHO sas sthe sdata sof
sthe sresearch. sThe spurpose sof sthe sresearch swas sto
sidentify sthe svisual sand sverbal selements sin sthe
snew snormal scampaign sof sCovid-19
sadvertisements sby sWHO. sIt suses sthe sideational
sfunction sby sHalliday smetafunctions' stheory sto
sanalyze sthe sverbal selements. sThen, sit scombines
swith svisual selements, sthe sgrammar svisual design.
METHOD
In this research, the researcher used a descriptive
qualitative design. It aims to explain what exists in
a situation in terms of variables or conditions and
to obtain information concerning the current
phenomenon. The research on multimodal is
usually divided into two groups: verbal elements
and visual elements to see how the modes screate
smeaning sin scommunication. sThus, sthis sresearch
saims sto sidentify sthe sverbal sand svisual selements
sin sthe snew snormal scampaign sof sCovid-19
sadvertisements sby sWHO. s
The sreason sbehind sselecting sthe snew snormal
scampaign sof sCovid-19 sadvertisements sresides sin
sthe sfact sthat multimodal is claimed to look at how
people communicate with other people in different
modes. Modes are socially and culturally shaped
resources for making meaning. Moreover, the
previous research did not use non-commercial
advertisements as the data in multimodal. Whereas
non-commercial is public service advertisement to
create awareness or raise funds. Non-commercial
advertisements attempt to influence public opinion
on the happening issue such as the Covid-19
pandemic.
The data of this research were visual and verbal
elements in seven new normal campaigns of
Covid-19 advertisements by WHO selected by the
researcher. Visual elements were taken from the
image components of the advertisements. The
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https://journal.uniku.ac.id/index.php/ERJEE
images were about human bodies, objects, and
illustrations in public places. Meanwhile, Verbal
elements were clauses found in advertisements.
Based on Halliday's in Systemic Functional
Linguistics, a clause is a unit of linguistics.
Therefore, verbal elements included words,
phrases, and clauses.
The source of data took from WHO's official
website:
https://www.who.int/indonesia/news/novelcorona
virus/newinfograpihics/new-normal. It was
th
accessed on Tuesday, January 5 , 2021. The reason
why researcher took from the WHO official
website, is because of WHO as the biggest world
organization gave guidance on us how to
implement health protocols and how to implement
the new normal life during the Covid-19 pandemic.
In analyzing the data, the researcher used the
interactive model analysis. There were four steps
in analyzing data: data collection, data
condensation, data display, and conclusion.
Figure: 1. Four steps of analyzing data
Based on the interactive model presented in
figure 1, the first step was ldata lcollection. lData
lcollection lmeans lthe lprocess lof lgathering land
lmeasuring linformation labout ltargeted lvariables lin
lan lestablished lsystem, lwhich lenables lone lto
lanswer lrelevant lquestions land levaluate lthe results.
This research applied documentation techniques
for collecting data. Documentation technique is a
technique that documents as a form of data include
material obtained via the internet. The documents
had been provided by WHO official sites and they
were available for other people to check.
To collect the data, the researcher searched the
data from WHO's official website, then the
researcher selected some new normal campaigns of
Covid-19 advertisements based on the
representation of implementing the health
protocols in the new normal. Next, the researcher
downloaded the selected advertisements and
classified the data into visual and verbal elements.
The lsecond lstep lwas ldata lcondensation lthe
lprocess lof lselecting, lfocusing, lsimplifying,
Asmah Boru Munthe
New snormal scampaign sof scovid-19 sadvertisements sby sWHO: sA smultimodal sstudy
labstracting, land ltransforming ldata. lThe ldata lwas
lselected lbased lon lvisual land lverbal lelements lin lthe
lnew lnormal lcampaign lof lCovid-19 ladvertisements
lby WHO, then the process of the data focused on
verbal elements and visual elements. In verbal
elements, the data were analyzed based on the
ideational function of the transitivity process in an
experiential process which consisted of three
aspects: participants, process, and circumstance. In
visual elements, the data was analyzed using
grammar visual design which consisted of three
aspects: representational, interactional, and
compositional. The researcher used code to
simplify data. The codes presented in the analysis
were NNCA1, NNCA2, NNCA3, NNCA4,
NNCA5, NNCA6, and NNCA7.
The sthird sstep swas sdata sdisplay sto san
sorganized sassembly sof sinformation sthat sallows
sthe sconclusion. sThe sprocess sof sreducing sand
sdisplaying sdata swas sbased son sthe sformulation sof
sthe sresearch sproblem. sThe sresearch sdisplayed sthe
sdata sanalysis sof sverbal sand svisual selements sused
sin sthe snew snormal scampaign sof sCovid-19
sadvertisements.
The last step was the conclusion to make a
summary of the research. Concluding is the process
of drawing the content of data collected in the form
of good statements. The conclusion is made after
analyzing the data and then the researcher got the
conclusion as the answer to the research problems.
RESULTS AND DISCUSSION
This data finding is divided into two elements, the
first was verbal elements. The researcher used the
ideational function in the transitivity process by
M.A.K. Halliday (2004) to analyze the verbal
elements. From the analysis, the researcher found
that there were 17 clauses in advertisements. Table
1. was the result of the verbal analysis:
Table 1. Verbal elements
Verbal Elements
Participants Processes Circumstances
Actor = 8 Material = 20 Manner = 4
Goal = 19 Mental = 5 Time = 2
Senser = 3 Relational = 4
Phenomenon = 3 Behaviour = 1
Token = 1
Value = 1
Attribute = 3
Carrier = 1
In table 1, there were 3 elements in verbal:
participants, processes, and circumstances. The
researcher discovered that the most dominant
participant in ideational function was the goal (19).
278
Then, the actor came after it (8). It was noticeable
that the advertisements brought important
messages to the readers to get a clear understanding
of the new normal and health protocols. WHO
engaged the readers to obey the rules of the new
normal life by implementing health protocols
during outside activity.
Then, the most dominant process was material
(20). Many sentences used a material process to
show what was the doer doing. It meant that the
advertisements encouraged readers to do and to
participate in maintaining health procedures in the
new normal life by adhering to WHO guidance.
Meanwhile, the researcher found that there were
two circumstances. They are manner and time. The
manner circumstance was 4 and the time
circumstance was 2. As a result, the manner
circumstance was more dominant than the time
circumstance. The advertisements gave more
examples of implementing new normal life by
manner circumstance than time circumstance.
When the readers saw the examples of health
protocols, they will easily understand how to do it
by copying the actions.
On sthe sother shand, sthere swere s20 simages swith
svisual selements sfound sin sthe snew snormal
scampaign sof sCovid-19 sadvertisements. sThe
sresearcher sused sgrammar svisual sdesign stheory sby
sKress sand svan sLeeuwen. It has three parts:
representational, interactive, and compositional.
Representational is used to look at the position of
the participants wheater writers or readers are
dominant. Interactive is used to know the
interaction between the image-maker and image-
viewers. Compositional is related to the
arrangement of all the elements from the
representational and interactive. Thus,
compositional sees how these elements from two
parts relate to each other into a meaningful whole.
Table 2. showed the result of the visual analysis.
Table 2. Visual elements
Visual Elements
Representat Interactive Composition
i-onal -al
Narrative = Gaze: Information
17 Offer = 19 value = 30
Vector: 17 Demand = 1
Actor: 17
Goal: 19
Conceptual Social distance: Salience =
=3 Close shot = 2 54
Carrier: 3 Very close shot = 4
Attributive: Long shot = 5
6 Medium long shot = 6
ENGLISH REVIEW: Journal of English Education
Volume 11, Issue 1, February 2023
Medium close shot =
3 interactive are connected to be meaningful as a
Horizontal angel : Framing
Frontal = 6 Unframed =
Oblique = 14 17
Vertical angel : Framed = 3
Eye-level = 17
Low level = 2
High level = 1
In visual elements, the most dominant process
in representational was narrative (17). Then it was
followed by the conceptual process (3). The
advertisements used more vectors to connect the
participants (images and readers) by limbs,
eyeliners, bodies, or tools to indicate the
connection. It related to verbal elements that the
most participants dominant was a goal which is
used direct vector to the readers.
In interactive, the most dominant gaze was an
offer (19). The images of the advertisements used
a lack of eye contact with the readers. Participants
in the offer image should not be aware of the
presence of the camera. Therefore, many images
did not seem directly to the readers when giving
examples of maintaining health protocols and they
are represented to the readers as if they are on
display to observe by the readers.
Next, the most dominant social distance was a
medium-long shot (6). It was followed by a long
shot (5), a very close shot (4), a medium close shot
(3), and a close shot (2). Many images in
advertisements used medium-long shots as social
distance to show whole the images situation. Thus,
the readers could see what is going on and where is
it. Meanwhile, the less dominant social distance
was close shot. This social distance only shows the
images from head to shoulder. It meant that the
images were closer and bigger from the frame and
the readers could not see around the images.
Then, there were two angles; horizontal and
vertical. In horizontal angle, the most dominant
was the oblique (14). Then it was followed by
frontal (6). These images were not created as
perfect images because they avoided facing the
readers. The main goal was not to see the readers
but to tell the readers what should they do during
the Covid-19 pandemic by implementing health
protocols. Meanwhile, in vertical angle, the most
dominant was eye level (17). Next, the low level
was 2 and the high level was 1. The images used
eye level to represent that the images and the
readers were symbolically same position.
Therefore, WHO through the advertisements
invited society to build awareness of how
important the health protocols are.
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Compositional sees how representational and
whole. Thus, compositional has three parts:
information value, salience, and framing. Based on
the result, the information value found 30
elements. It meant that the images in
advertisements were found in strategic places so
the readers were easy to understand the intention of
the images. Then, salience was 54 elements; more
dominant (54) than information value (30).
Salience was used to attract the readers to
participants, representational, and interactive parts
images. It refers to the degree to of compositional
elements draw attention to themselves. In
advertisements, they used soft colors and the
dominant color was blue. The blue was used to
show that those advertisements were official from
WHO.
Meanwhile, framing was used to refer to the
presence or absence of a margin to hold the image
within the page. In the result, the more dominant
framing was unframed (17) than framed (3). It
meant that the images were free and connected
with other elements such as vectors and
continuities or similarities of color, visual shape,
etc. The images of those advertisements showed
that our daily activities must change because of the
Covid-19 pandemic. They also gave us procedures
for how to live in new normal life by implementing
health protocols. With the new normal procedures
from WHO, the people hoped to comprehensive
understanding of keeping health protocol to reduce
the spread of Covid-19.
As smentioned sbefore, sthe spurpose sof sthis
sresearch swas sto sidentify sthe sverbal sand svisual
selements sin sthe snew snormal scampaign sof sCovid-
19 sadvertisements sby sWHO. sThe sfirst swas sverbal
selements. It is used to explain the images. There
were three parts to verbal elements: participants,
process, and circumstance. In participants, the
most dominant was a goal (19). It meant that the
WHO wanted to achieve the goal of the
advertisements. Therefore, the WHO used many
persuasive sentences in advertisements to invite the
readers to implement the new normal. Then, the
most dominant process was material (20). The
material process was used to show how to live in
the new normal situation during the Covid-19
pandemic. Therefore, the advertisements used
concrete and observable activities such as stay,
touch, spread, and so on. Next, the most dominant
circumstance was manner. WHO did not want any
misunderstanding about the new normal life, thus
it explained keeping shealth sprotocols sduring sthe
sCovid-19 spandemic sto sreduce sthe sspread sof
Asmah Boru Munthe
New snormal scampaign sof scovid-19 sadvertisements sby sWHO: sA smultimodal sstudy
sCovid-19.
The second was visual elements. It was also
divided into three parts: representational,
interactive, and compositional. In representational,
it was sengaged swith srepresented sparticipants
swhich scan sbe speople, sthings, sor splaces swith
scircumstances sin swhich sevents sor sactions sare
sbeing sillustrated. sThe most dominant
representational was narrative (17) because images
showed the participants and connected with the
vector (17) to make an example of how to do the
health protocols. In interactive, the most dominant
was an offer (19) in gaze because the participants
in advertisements made eye contact with the
readers. Then the most dominant social distance in
making eye contact was a medium long shot (6)
because they showed whole images to show the
application of health protocols in the Covid-19
pandemic so the readers could see obvious images.
In advertisements, the angel is also an important
part because if the angel in the images did not fit
with the readers' eye contact, they will not easily
and clearly understand. Based on the finding, the
most dominant angel was eye level (17). They
showed the same positions to tell that the readers
had the power to decrease the spread of Covid-19
by implenting health protocols.
CONCLUSION
Based on the result of analyzing, the verbal
elements found in the new normal campaign of
Covid-19 advertisements were participants,
process, and circumstance. The dominant elements
of participants were goal (19). The dominant
elements of the process were material (20). Then,
the dominant circumstance was manner (4). From
verbal elements, the researcher concluded that
every sentence in advertisements aimed to give
explanation about how to live in new normal by
implementing health protocols and social
distancing.
In visual elements, there were three elements:
representational, interactional, and compositional.
The more dominant element in representational
was narrative (17). Next, the dominant elements in
interactive were offer (19), medium long shot (6),
the oblique (14), and eye level (17) Then, the most
dominant elements in compositional were salience
(54), information value (30), and unframed (17).
From those findings, the researcher concluded that
the advertisements used proper images layout so
that the viewers could see clear images without any
ambiguity.
The current research has limitations. The first
was the number of selected advertisements. The
280
researchers just took seven advertisements based
on the guidance of WHO about new normal and
health protocols. Then, many researchers used
commercial advertisements as the data meanwhile
the research which was used non-commercial
advertisements was hard to find. Therefore, the
researcher hoped that future research could use
more non-commercial advertisements so that we
could compare the analysis using commercial and
noncommercial advertisements in multimodal.
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